UberMedia In Deal With Shopping Mall Data Provider

Pasadena-based UberMedia, the Idealab-backed company which is now working on mobile location data, has linked up with shopping mall data provider Directory of Major Malls (DMM), and business intelligence consultanty B.I. Spatial. According to UberMedia, it will provide mobile device GPS data to DMM and BI, to help shopping centers and malls get a more accurate understanding of foot traffic in malls. DMM provides retail data and listings for 7,200 shopping centers in the US. UberMedia said the deal uses data from consumers' smartphones to allow retailers to pinpoint the best locations for retailers to consider, to maximize foot traffic. UberMedia said the data will be available to retailers in formats for Tableau, Alteryx, ArcGIS and Google Earth.